HorseTech
- Company typePrivate
- Founded1999
- HeadquartersLaurens, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What HorseTech does
HorseTech is a direct-to-consumer e-commerce company that manufactures and retails nutritional supplements and support products primarily for horses, with an extended canine product line. The company is headquartered at 112 Walnut St., Laurens, Iowa, and operates a single unified online storefront at horsetech.com alongside a toll-free phone order line, with free shipping to 48 U.S. states and no minimum order requirement. The product portfolio spans equine categories including joint support (HylaSport OTC, HylaSport CTS, TriSport), daily vitamins/minerals (Glänzen 3, Glänzen Lite, Glänzen Senior), digestive support (GutWerks, Pro-Lactic DFM), hoof support (ReitHoof), anhidrosis (SweatWerks), Omega-3 supplementation (BioFlax Ultra, NutraFlax), fly/insect protection (Buggzo!), and a ReitSport Gear line of cooling wraps, bell boots, and body wash. Canine supplements under HylaSport Canine, Glänzen Canine, and GutWerks Canine extend the platform into pet supplements.
The core technology centers on food-grade flaxseed bases that deliver 6,000 mg of natural Omega-3 across formulations, paired with pharmaceutical-grade ingredients such as OptiMSM (Methylsulfonylmethane) sourced from the USA, glucosamine/chondroitin combinations, hyaluronic acid, and multi-strain probiotic packages. Products are manufactured in pellets, liquids, powders, foil pouches, and pails in various flavors. The company holds the National Animal Supplement Council (NASC) Quality Seal and offers a 100% satisfaction guarantee including product-specific guarantees like the Mo-Sweat Guarantee on SweatWerks.
Revenue is generated entirely through direct-to-consumer sales of supplements and gear via e-commerce and phone orders, priced on a per-unit basis with prices ranging from roughly $17 (body wash) to $590 (40 lb TriSport pail). Customer segmentation is vertical: primary segments are individual horse owners and dog owners seeking joint, digestive, hoof, skin/coat, and performance support, with a secondary segment of equestrian athletes purchasing ReitSport gear. The company offers custom and non-stock formulations (e.g., Great Plains Balance custom mineral supplement) for specialized needs. HorseTech is privately held with no disclosed funding, no public listing, no parent company, and no institutional investors referenced in the source data.
HorseTech firmographics
Firmographics- Name
- HorseTech
- Legal name
- HorseTech
- Website
- https://horsetech.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
HorseTech industry classification
Industry- Product category
- Animal Nutritional Supplements
- NAICS
- Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)
- akta.pro secondary industries
- Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Concentrates & Balancers (Ration Balancers, Fortified Concentrates) (AFADAEAB), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Nutrition & Therapeutic Diets (HLAMAHAE)
Keywords
Where HorseTech is headquartered
LocationHeadquarters
- HQ city
- Laurens
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HorseTech business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: HorseTech generates revenue through direct-to-consumer sales of equine and canine supplements, as well as ReitSport gear. Products are sold at various unit prices based on size and formulation, with free shipping to 48 states with no minimum order requirement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Equine Supplements - Joint Support |
| Unit Pricing | Pay-as-you-go | Equine Supplements - Daily Vitamins/Minerals |
| Unit Pricing | Pay-as-you-go | Canine Supplements |
| Unit Pricing | Pay-as-you-go | ReitSport Gear |
| Unit Pricing | Pay-as-you-go | Basic Ingredients |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
HorseTech product offering
Product offeringCore offering
HorseTech manufactures and sells nutritional supplements for horses and dogs through its direct-to-consumer e-commerce website, offering products across categories including joint support, daily vitamins and minerals, digestive support, hoof support, anhidrosis, Omega-3 supplementation, and electrolyte recovery. The company also sells a ReitSport line of cooling wraps, bell boots, and body wash for equine athletes. Products are made in the USA using food-grade flaxseed bases and pharmaceutical-grade ingredients, sold in unit sizes ranging from 1 lb to 40 lbs pails.
Product overview
HorseTech is a direct-to-consumer e-commerce company offering a comprehensive portfolio of nutritional supplements and support products for horses and dogs. The product lineup centers on three core product families: (1) Joint Support products including HylaSport OTC, HylaSport CTS, TriSport, and HylaSport Canine for equine and canine joint health with glucosamine, chondroitin, MSM, and hyaluronic acid; (2) Daily Vitamin/Mineral supplements including Glänzen Lite, Glänzen 3, Glänzen Senior, and Glänzen Canine providing essential vitamins, trace minerals, and probiotics; (3) Digestive Support products including GutWerks, GutWerks Canine, and Pro-Lactic DFM with direct-fed probiotics; and (4) Specialized supplements for hoof support (ReitHoof), anhidrosis (SweatWerks), Omega-3 supplementation (BioFlax Ultra, NutraFlax), and fly/insect protection (Buggzo!). The company also offers a ReitSport Gear line of cooling wraps and bell boots for equine sports recovery. HorseTech operates as a single unified e-commerce storefront selling directly to consumers, with no platform-plus-modules architecture—the product portfolio consists of individual named supplements and gear items.
Differentiator
Problem solved
Functional benefit
Brands
- HylaSport: Joint support supplements for horses featuring glucosamine, chondroitin, MSM, and hyaluronic acid
- Glänzen Canine
- HylaSport Canine
- GutWerks
- ReitHoof
- ReitSport
- Glänzen
- Quench Paste
- SweatWerks
Products and services
- HylaSport OTC Equine joint support supplement providing glucosamine, chondroitin sulfate, MSM, vitamin C, and hyaluronic acid in a flaxseed base with peppermint flavoring. Priced from $97.95 for 4 lbs pail.
- HylaSport CTS Equine joint supplement providing collagen peptides along with standard joint support ingredients. Priced at $95.95.
- TriSport Equine joint supplement with glucosamine, chondroitin, and MSM without hyaluronic acid, featuring 6,000 mg of natural Omega-3 from flaxseed base. Prices from $89.95 for 4 lbs pail.
- HylaSport Canine Joint support supplement for dogs featuring glucosamine, chondroitin, MSM, hyaluronic acid, and vitamin C in a beef stew flavored base. Prices from $47.95 for 1 lb foil pouch.
- Glänzen Canine Daily vitamin and trace mineral supplement for dogs with probiotics and Omega-3 and Omega-6 fatty acids from a flaxseed meal base. Prices from $39.95 for 2 lbs foil pouch.
- GutWerks Digestive support supplement for horses priced at $57.95 for a 10 lbs pail.
- GutWerks Canine Digestive support supplement for dogs priced at $65.95.
- ReitHoof Advanced Hoof Support Pellets Best-selling equine hoof support pellets priced at $55.95 for a 25 lbs pail.
- SweatWerks Anhidrosis support supplement to help horses that cannot sweat properly. Prices from $39.95 for 2 lbs foil pouch. Backed by Mo-Sweat Guarantee.
- Glänzen Lite Daily vitamin and mineral supplement for horses priced at $93.95.
- Glänzen 3 Daily vitamin and mineral supplement for horses priced at $79.95 for a 25 lbs pail.
- Glänzen Senior Daily vitamin and mineral supplement formulated for senior horses priced at $87.95 for a 25 lbs pail.
- BioFlax Ultra Omega-3 and DHA supplement for horses priced at $89.95.
- NutraFlax Flax-based supplement for horses priced at $63.95 for a 25 lbs pail.
- Buggzo! Fly and insect repellent supplement for horses priced at $75.95.
- Pro-Lactic DFM Direct-fed probiotic supplement for horses priced at $39.95.
- High Point Grass/Mixed Hay Grass and mixed hay supplement for horses priced at $105.95 for a 35 lbs pail.
- High Point PELLETS Pelleted supplement priced at $113.95.
- Quench Paste Performance recovery electrolyte paste for horses.
- Arizona Copper Complete MS-062010 Copper supplement for horses.
- Whey Protein Isolate Powder 90% crude protein basic ingredient supplement for horses. Prices from $59.95 for 2.2 lbs foil pouch. No returns or refunds.
- ReitSport Shin & Tendon Cooling Wrap Cooling wrap for horse's shin and tendon area. Prices from $16.95.
- ReitSport Hock Wrap Cooling wrap specifically designed for the horse's hock, includes 4 cooling sheets. Priced at $52.95.
- ReitSport Bell Boot Cooling bell boot for hoof protection. Available in Small/Medium ($34.95) and Large/X-Large ($13.95), featuring Cryopak cooling cells.
- ReitSport Body Wash & Conditioner Refreshingly scented body wash and conditioner for horses priced at $17.95 for 32 oz.
- Great Plains Balance MS-070620 Custom mineral supplement providing copper, zinc, iodine, lysine, magnesium, methionine, and phosphorus. Prices from $159.95.
Quantifiable outcome
- 100% Satisfaction Guarantee on all products
- +1 more outcomes
Companies that use HorseTech
Customer profileSegments3 records
Ideal customer profiles3 records
HorseTech technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
HorseTech partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
HorseTech competitors and assessment
Company assessmentDirect peers
- Uckele Health & Nutrition: Manufacturer and supplier of equine and canine nutritional supplements including joint, hoof, and electrolyte products. Direct comparable in product categories, formulation philosophy, and DTC/wholesale channels.
- Nutramax Laboratories: Veterinary health company whose Cosequin, Dasuquin, and Welactin brands are category leaders in equine and pet joint/Omega-3 supplements. Directly comparable active ingredients (glucosamine, chondroitin, MSM, HA) and target use cases to HorseTech HylaSport and TriSport.
- Platinum Performance: Veterinarian-formulated equine nutrition brand built around a flagship supplement plus targeted SKUs (joint, gut, calming). Closely comparable formulation-and-DTC model to HorseTech, with deeper vet-channel penetration.
- Kentucky Equine Research (KER): Equine nutrition research and product company selling targeted supplements (joint, hooves, electrolytes) globally with strong equine-vet and performance-horse positioning. Closely comparable in target customer and product rationale.
- VetriScience (Vetoquinol): Veterinary-grade equine and pet supplement brand offering joint, calming, digestive, and omega products through vet and DTC channels. Comparable active-ingredient formulations and quality-seal positioning to HorseTech.
- SmartPak Equine: Largest DTC equine supplement and pharmacy brand in the U.S., offering joint, digestive, and vitamin products plus custom SmartPaks. Directly comparable to HorseTech's core equine supplement business, but at significantly larger scale with broader omnichannel distribution.
Emerging players
- Adequan (American Regent): Injectable polysulfated glycosaminoglycan for equine and canine joint health. Competes with HorseTech HylaSport/TriSport for joint-care wallet share but via prescription/veterinary channel, complementing the OTC oral supplement route.
Broad incumbents
- Farnam (Central Garden & Pet): Mass-market equine care brand with supplements, fly control, dewormers, and grooming under a large corporate parent (Central Garden & Pet). Overlaps heavily with HorseTech's equine supplement and gear categories but at much broader retail and catalog scale.
- Nestlé Purina PetCare: Largest pet nutrition manufacturer globally with equine and canine feed plus supplements. Relevant peer for the canine supplement expansion lane and as a competitive benchmark for distribution scale.
Regional players
- Triple Crown Nutrition: U.S.-focused equine feed and supplement brand with strong performance-horse positioning. Adjacent to HorseTech on equine nutrition, but centered on bulk feed rather than the supplement-and-gear mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HorseTech social profiles
Digital presenceHorseTech financial estimates
Financial estimateRevenue estimate
Valuation estimate
HorseTech leadership team
Management profileNumber of profiles
HorseTech funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HorseTech M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HorseTech
What does HorseTech do?
HorseTech manufactures and sells nutritional supplements for horses and dogs through its direct-to-consumer e-commerce website, offering products across categories including joint support, daily vitamins and minerals, digestive support, hoof support, anhidrosis, Omega-3 supplementation, and electrolyte recovery. The company also sells a ReitSport line of cooling wraps, bell boots, and body wash for equine athletes. Products are made in the USA using food-grade flaxseed bases and pharmaceutical-grade ingredients, sold in unit sizes ranging from 1 lb to 40 lbs pails.
Is HorseTech a public or private company?
HorseTech is a private company. It is classified as unknown and is currently operating.
When was HorseTech founded?
HorseTech was founded in 1999. It employs 11 to 50 people.
Where is HorseTech based?
HorseTech is headquartered in Laurens, United States, in the North America region.
How does HorseTech make money?
One revenue line is on record: direct Product Sales.
Who are HorseTech's main competitors?
Direct peers on record are Uckele Health & Nutrition, Nutramax Laboratories, Platinum Performance, Kentucky Equine Research (KER), VetriScience (Vetoquinol) and SmartPak Equine. Adequan (American Regent) is listed as an emerging player. Broad incumbents are Farnam (Central Garden & Pet) and Nestlé Purina PetCare. Triple Crown Nutrition is listed as a regional player.
Does HorseTech have an API?
No public API is recorded for HorseTech.
What industry is HorseTech in?
HorseTech's product category is Animal Nutritional Supplements. Its primary akta.pro industry code is AFADAEAG, Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes), with a secondary code of AFADAEAJ, Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims). Its NAICS code is 31111 and its SIC code is 200.